crisis management 2.0 - mepi alumni chapter algeria
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CRISIS MANAGEMENT 2.0YASSER TAKIE EDDINE ABDESSELAM
DIGITAL MANAGER @ ICOSNET, SPA.
DIGITAL COMMUNICATION CONSULTANT
GRAPHIC & WEBDESIGNER
INTRO
As a company in a the local market, whether you’re a startup, a large company, a group of companies or even amultinational business, you are always facing threats of crises.
It is certainly not something you can avoid, yet it most certainly is something you have to deal with.
A crisis is not something in your hand that you can control or predict, it depends on totally independent andexternal factors.
Dealing with a crisis is called « Crisis Management »
DEFINITION
A crisis can be defined as:
“A state of affairs in a business wherein the leadership (owner, CEO, or Board ofDirectors) must take urgent and unprecedented action to try to save the business fromfailure—with the distinct possibility of a highly undesirable outcome.”
In a time of crisis, conventional management practices are inadequate and ways ofresponding usually insufficient.
FACT: A CRISIS ISN’T ONLY A NEGATIVE STATE, SOMETIMES WHEN THINGS ARE TOO POSITIVE, THEY CAN CAUSE A CRISIS.
EXAMPLES OF CRISESJo
hn
son
& J
oh
nso
n’s • 1982
• 31 Million bottles recalled
• $1M worth
• $100.000 offered as reward
Bri
dge
sto
ne • 1998/2000
• 200 deaths
• $6,5M worth of tires recalled
JetB
lue • 2007
• 1000 blocked passengers for 11 hours
EXAMPLES OF CRISESD
jezz
y • 2009
• Many destroyed outlets
• General boycott
• ??? Toyo
ta • 2010
• 8,8 million cars recalled
• 19 deaths
• 1,2 billion dollars fee
TYPES OF CRISES
Flash Fire
Minor crisis
Easy to manage
Short
Does not need crisis cell
Does not need high leadership interventions
Rolling Disaster
Major crisis
May ruin the company’s reputation
May cause financial losses
Hard to manage
May last for years
Needs dedicated crisis management cell
Needs highest leadership interventions, strategic level
TYPES OF CRISES
THE ALLAH GHALEB CRISIS
Does not depend on you
Caused by lack of awareness
Almost impossible to manage
Happens only in 3rd World countries
You pay someone else’s due
You pray that it will end up alright
MANAGING THE CRISIS
Crisis management is the process by which an organization deals with a
major event that threatens to harm the organization, its stakeholders, or the
general public.
Crisis management is a whole process, a plan, a strategy even. Whether
it’s a Flash Fire or a Rolling Disaster, an angry #hashtag or Ddos hack, it has to
go through a chain of actions to be monitored, managed and eventually
overcome.
Crisis management is a 3 phases cycle, no matter how big is the company,
it’s always the same:
Pre-crisis
• Preparation
Crisis
• Reaction
Post-Crisis
• Analysis
PHASE I: PRE-CRISIS
Be prepared for the crisis
It can happen to anyone, you can not predict it
Create an emergency cell
Only deployed when needed (internal, not recruits)
Create a team ready for response
People who can react fast, social media ninjas
Train the emergency team
Crisis simulations, trainings
Create an internal communication plan
Eveyone is potential spokesperson, employees must beaware
Create response templates
Quickly editable templates that can work for most cases
Set the emergency calls priority
Who to call when a management/leadership decision orstatement is needed
Have an eye on what’s happening
Follow your brand e-reputation and make reports
Prevent crises from happening
Expect what may happen, communicate to stop it
PHASE II: CRISIS
Be aware of what is happening
Do not react until you understand
React as fast as you can
The longer you take, the worse it becomes
Deploy the crisis cell
Ninjas with Katanas (A team with fast fingers)
Respond on the network where it started
Go to the source
Communicate on all other social media
Cover as much ground as you can, do not neglect any ofthe social network
Put everything on hold
Postpone your editorial calendar
Issue an official statement (or press release)
Acknowledge your awareness and explain your positionregarding the crisis
IF YOU ARE WRONG: APOLOGIZE
Blame only yourself, the customer is your master, especially in acrisis time
Make sure you spell your words right
Every single letter is important, if your statement doesn’t yourcompany, it will burn it to ashes
Communicate only enough, do not overreact
A simple effective response is better than a
PHASE III: POST-CRISIS Collect DATA, it’s IMPERATIVE
Go beyond the crisis, get all the details
Analyze DATA
The only way to prevent it from happening again is to understand how it really happened
Use the analysis outcome to change/reverse/eliminate what caused the crisis
You don’t want it to happen again, because if it does it’s your end !
Keep communicating
The crisis is never over until another trend comes up
Keep following your brand
The crisis can come back anytime, an angry customer can bring it back to life
Give your team some time to relax
People are … You guessed it … “HUMANS”, give them a day off to chill and forget about the stress
APPLICATION: LET’S TRY IT !
General manager
Communication Manager
CommunityManager
Public relations Manager
General Manager
Manages Everything
Responsible for everything
Public Relations Manager
Manages external relations with Media
Communication Manager
Manages cross-channels communication
Community Manager
Manages social media
CASE STUDY: GOOD FOOD CO. TIMELINE OF EVENTS
Distribution sends out 2,000,000 Bags of Chips into the market (Produced on March 8th 2016) and expire 3 months later (Net worth: 20,000,000 DZD)
A mother buys 5 bags of chips for her children on March 14th, and finds insects in two of them,
The mother goes and complains to the retail store about them, and keeps the open bags,
The mother’s brother is a social media addict, web influencer, takes a picture and tweets it
« @GoodFoodCo are you sure about the « #Good » part of your name ? #Insects #InfestedFood #Algeria »
The brother has 3856 Followers on twitter, 30% are daily active users
Tweet gets retweeted 29 times,
1,2,3 Viva l’Algérie facebook page screenshoots it and posts it,
Your Twitter and Facebook pages are now officially a comments dumpster,
The general manager is on a vacation, and he leaves the Marketing Manager as Acting General Manager
LADIES AND GENTLEMEN: WE HAVE A CRISIS !
THANK YOUBE DIGITAL, BE SOCIAL, BE AWESOME !
YASSER TAKIE EDDINE [email protected]/yasserabdesselamlinkedin.com/in/yasserabdesselamfacebook.com/themagnificotwitter.com/lyxdesign